Stihl: Autumn Calendar 2010

Credits & Description:

Category: Dimensional Mailing
Advertiser: STIHL VERTRIEBSZENTRALE & CO.
Product/Service: HANDHELD LEAF BLOWERS
Agency: EURO RSCG DÜSSELDORF
Agency: EURO RSCG MUNICH
Date of First Appearance: Dec 16 2009 12:00AM
Entrant Company: EURO RSCG DÜSSELDORF, GERMANY
Chief Creative Officer: Felix Glauner (Euro RSCG Duesseldorf)
Creative Director: Torsten Pollmann (Euro RSCG Duesseldorf)
Art Director: Martin Staubach (Euro RSCG Duesseldorf)
Art Director: Kai Tusar (Euro RSCG Duesseldorf)
Art Director: Marie Pielmeier (Euro RSCG Duesseldorf)
Copywriter: Till Koester (Euro RSCG Duesseldorf)
Copywriter: Christoph Mueller (Euro RSCG Duesseldorf)
Management Supervisor: Daniel Grube (Euro RSCG Duesseldorf)
Account Director: Marcus Kotarba (Euro RSCG Muenchen)
Agency Producer: Detlef Stuhldreier (Euro RSCG Duesseldorf)
Producer: Uwe Strahl
Head of Marketing: Michael Liehr (STIHL Vertriebszentrale AG & Co. KG)
Media placement: Direct Mailing - Mailings Distributed To Existing And Potential Customers For STIHL Leaf Blowers. - 16.12.2009
Describe the brief/objective of the direct campaign.
STIHL asked the agency to develop a striking direct campaign to remind key clients of STIHLs fantastic heritage and expertise in building leaf blowers. The aim was to retain existing customers and to entice new ones. Explicit request: make something never seen before!
Explain why the creative execution was relevant to the product or service.
The STIHL autumn calendar, as a never before seen business gift, brings autumn much closer to potential customers. 2010 is definitely the first year, autumn shows its beauty not only outside but right where potential STIHL customers spend the most of their time: in their office. Due to the fact that the STIHL autumn calendar is the very first of its kind, it underlines the technologically expertise of STIHL as an innovative, solution-driven brand.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In close cooperation with a graduate engineer, the agency invented something totally new: the STIHL autumn calendar. A direct campaign, that stays with the potential customer for a long time, reminding them of STIHLs leaf blowers. Not a simple mailing which ends up in the trash. But a striking direct campaign of which only little parts get thrown away every day. We created the first tear-off calendar, that tears off its leaves automatically. This shows the necessity of STIHL leaf blowers in an entertaining way – day by day.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
After the first 100 STIHL autumn calendars arrived with key clients, STIHL got numerous requests. As a result of this, STIHL Germany are planning to produce a second charge of 3500 calendars. And STIHL International are also planning to produce 1000 pieces. Nevertheless, only six days after the demo-video of the STIHL autumn calendar had been uploaded on youtube.com, it got over 160.000 hits, thousands of links to homepages, blogs and tweets. Maybe you want to click the video on youtube too: http://www.youtube.com/watch?v=bjArJd7O1UA